This week, the world’s promoting, communications and advertising cognoscenti as soon as once more descended on the French Riviera, for a five-day worldwide pageant of creativity and an awards present – the Cannes Lions. After a three-year pandemic pause, the occasion is again dwell and in-person.
For 2022, there was one small however vital change for these of us centered on retail-related awards at Cannes: the evolution of the Inventive eCommerce Lions to the brand-new Inventive Commerce Lions. What distinction does it make to drop the ‘e’? Effectively, it’s recognition that ‘Commerce’ in the present day isn’t just about digital disruption – it may be bodily, digital or cellular and may pop up at any level alongside the trail to buy. Commerce options could be gamified, socialized, dwell streamed, or skilled with all of the senses throughout each channel in any format. The artistic and industrial alternatives are limitless.
As soon as the poor cousin of the advertising world, commerce is now smack bang on the middle of brand name and buyer expertise, totally built-in into one of the best advertising plans. And why not? Commerce is in the end about gross sales, and there may be rising consciousness that, when executed appropriately, it could possibly additionally contribute to model worth. As Beth Ann Kaminkow, International VMLY&R Commerce CEO and President of the Cannes Lions Inventive Commerce Jury, informed me, “Within the most interesting work, creativity (usually enabled by know-how) turbocharges commerce, lifting a easy activation to an emotionally charged second that drives each model and demand”.
Which brings us to hen thighs.
The Grand Prix winner within the Inventive Commerce class at Cannes this week was US fast-food chain, Wingstop with an ingenious commerce-based answer to a vexing enterprise drawback – “ThighStop”.
In 2021, American eating places had been dealing with a determined scarcity in hen wings – not so nice, when your model known as “Wingstop”! Luckily, there was a fast (however dangerous) clear up: swap to hen thighs as a substitute.
In a matter of weeks, Wingstop overhauled their model from end-to-end, changing the phrase “Wing” with “Thighs” on packaging, eating places and on-line shops, and turning what may have been a distinct segment product launch right into a nationwide phenomenon. Cultural icon and Wingstop franchisee Rick Ross drove the thrill even additional.
As Kaminkow famous, “ThighStop” was not a “promotional afterthought” however really “enterprise and behavior-changing”. Outcomes had been spectacular: “ThighStop” attracted battalions of latest “taste followers”, elevated gross sales by 10% year-over-year, and earned 6.5 billion earned media impressions.
The Inventive Commerce Lions acknowledged excellent creativity and industrial success in every little thing from merchandising to cost options. And much from being dry and boring, a Gold Lion profitable case research for Corona beer proved that cost options can ignite ardour!
In Latin American stadiums, pickpocketing is a matter, stopping soccer followers from taking wallets and telephones in to the sport, which implies an apparent gross sales drawback for a beer model. So, Corona turned the fan’s most respected possession (their group jersey) right into a digital pockets, through a NFT chip. When a thirsty spectator noticed a beer vendor with the “Jersey Pay” brand, they simply needed to faucet the badge of their jersey to pay and luxuriate in. Jersey Pay turned a complete new enterprise mannequin not only for the model however for in-stadium commerce normally.
A rising give attention to sustainability was additionally a function of the brand new Inventive Commerce Lions, as evidenced by Unilever profitable Gold for an idea referred to as “Good Fill”. 85% of plastics find yourself in landfill and Unilever needed to take extra duty for its enterprise’ affect on the surroundings in India. So, they launched “Good Fill” stations in retailer, which let buyers fill any empty container (sure, rivals’ merchandise too) as packaging for Unilever branded detergents. It’s not solely a intelligent answer, however it’s additionally working. 150 litres are Good Stuffed each hour in India, with a 57.2kg plastic discount per day.
The blurring of boundaries between bodily and digital retail confirmed up strongly within the Inventive Commerce Lions, with Volvo Belgium scoring Gold for an concept referred to as “Road Configurator”. Volvo is aiming to maneuver all showroom gross sales on-line by 2035 – it’s higher for the surroundings (much less miles travelled) and the model (much less bodily comparability procuring). So, they turned each Volvo on the street into a possibility to promote. Utilizing superior AI, if a buyer took a photograph of a Volvo they beloved, a precise configuration of the automobile would pop up on their smartphone. And you possibly can enquire or purchase then and there. Changing the road right into a showroom generated a 175% greater conversion price, with extra automobiles offered in a single month than ever earlier than within the historical past of Volvo Belgium. That’s the rubber actually hitting the street in Inventive Commerce.
This yr’s awards marked a shift in how commerce is regarded on the Cannes Lions Pageant of Creativity. “The legacy divisions between ‘above-the-line’ and ‘below-the-line’ that consigned some work and businesses to be ‘artistic’ and others to be ‘activation’ at the moment are a factor of the previous”, Kaminkow stated. “The best work has all the time aspired to be measured in the end by gross sales elevate (not simply model fairness KPIs) so the key is now out; concepts that start with industrial outcomes in thoughts, could be simply as artistic and model constructing!”
That’s nice for enterprise, whether or not your corporation is transferring hen like Wingstop, or transferring steel like Volvo.